Who Sings the Song on the New Gmc Commercial

The song featured in the new GMC commercial is “Rise” by American singer-songwriter Joy Williams. This emotionally charged anthem perfectly captures GMC’s message of resilience, strength, and forward momentum. With its soaring vocals and uplifting lyrics, the track has quickly become a fan favorite and a defining sound of the brand’s latest campaign.

If you’ve seen the latest GMC commercial and found yourself captivated by a hauntingly beautiful voice singing about rising above the storm, you’re not alone. The ad, which showcases GMC’s powerful lineup of trucks and SUVs navigating rugged landscapes and city streets alike, is elevated by a stirring original song that feels both intimate and epic. That voice belongs to Joy Williams, an acclaimed American singer-songwriter whose music has long been celebrated for its emotional honesty and vocal clarity. The song, titled “Rise,” was written specifically for this campaign, and it’s quickly becoming one of the most talked-about elements of GMC’s 2024 marketing push.

What makes this commercial so effective isn’t just the visuals of GMC vehicles conquering tough terrain—it’s the way the music wraps around the narrative like a warm but determined embrace. From the first note, “Rise” sets a tone of resilience and hope. It’s not just background music; it’s a character in the story. And that’s no accident. GMC worked closely with Joy Williams and a team of producers to craft a song that would resonate with drivers who see their vehicles as more than machines—they’re partners in adventure, work, and life’s big moments.

Key Takeaways

• Artist: Joy Williams – The voice behind the new GMC commercial is Joy Williams, known for her work as one half of The Civil Wars and her solo career in Americana and pop music.
• Song Title: “Rise” – The track used in the ad is titled “Rise,” a powerful ballad that emphasizes perseverance and triumph over adversity.
• Emotional Resonance – The song’s message of rising above challenges aligns perfectly with GMC’s branding of tough, dependable trucks and SUVs built for any terrain.
• Original Composition – “Rise” was specifically written and recorded for the GMC campaign, making it a custom piece crafted to match the brand’s vision.
• Critical and Audience Reception – Viewers and critics alike have praised the ad for its emotional depth and the song’s ability to elevate the storytelling.
• Availability – The song is now available on major streaming platforms like Spotify, Apple Music, and YouTube, allowing fans to listen beyond the commercial.
• Marketing Impact – The use of an original, emotionally driven song has set a new standard for automotive advertising, blending storytelling with sonic branding.

Meet the Artist: Joy Williams

Joy Williams isn’t a newcomer to the music scene. With a career spanning over two decades, she’s built a reputation as one of the most compelling voices in contemporary Americana and indie folk. She first gained widespread attention as one half of the Grammy-winning duo The Civil Wars, alongside John Paul White. Their raw, minimalist sound—characterized by close harmonies and emotionally charged lyrics—earned them critical acclaim and a devoted fanbase. After the duo disbanded in 2014, Williams launched a successful solo career, releasing albums like *Genesis* (2015) and *Front Porch* (2020), both of which showcased her growth as a songwriter and storyteller.

What sets Joy Williams apart is her ability to convey deep emotion with subtlety. Her voice has a rare quality—it’s both fragile and strong, capable of whispering vulnerability one moment and soaring with power the next. This duality makes her the perfect fit for a campaign like GMC’s, which aims to balance toughness with heart. In “Rise,” Williams delivers a performance that feels deeply personal yet universally relatable. She sings not just about physical journeys—like driving through mountains or crossing deserts—but about internal ones: overcoming doubt, pushing through hardship, and finding strength when it matters most.

A Career Built on Authenticity

Williams’ musical journey began in Arkansas, where she grew up immersed in gospel and country music. Her early influences included artists like Emmylou Harris and Alison Krauss, whose storytelling and vocal precision left a lasting impression. After moving to Nashville, she quickly became a sought-after songwriter, penning tracks for major artists like Taylor Swift, The Band Perry, and Little Big Town. Her ability to write lyrics that feel both specific and expansive has made her a favorite among musicians and audiences alike.

Even after The Civil Wars ended, Williams continued to evolve. Her solo work explores themes of faith, family, and self-discovery, often with a gentle but unflinching honesty. On *Front Porch*, for example, she reflects on motherhood, marriage, and the quiet beauty of everyday life. These themes carry over into “Rise,” where the lyrics speak of “standing in the rain” and “walking through the fire”—metaphors that resonate whether you’re driving a Sierra through a blizzard or facing a personal challenge.

Why Joy Williams Was the Right Choice for GMC

When GMC began planning their 2024 campaign, they knew they wanted something different. Automotive commercials often rely on high-energy rock anthems or generic pop tracks, but GMC wanted to stand out. They wanted a song that felt authentic, human, and emotionally grounded. Enter Joy Williams. Her reputation for sincerity and her ability to connect with listeners on a deep level made her the ideal collaborator.

According to sources close to the campaign, GMC approached Williams not just to license an existing song, but to create something original. They shared their vision: a narrative about resilience, progress, and the quiet strength of everyday people. Williams responded with “Rise,” a song that captures the spirit of moving forward, no matter the obstacles. Her involvement wasn’t just about lending her voice—it was about co-creating a message that aligns with both her artistry and GMC’s brand values.

The Song: “Rise” – Lyrics and Meaning

“Rise” is more than just a catchy tune—it’s a lyrical journey. The song opens with a soft piano and Williams’ clear, emotive voice, singing:
*“I’ve been down, I’ve been low / I’ve been lost in the undertow.”*
These lines immediately establish a sense of struggle, but the tone isn’t despairing. Instead, it’s reflective, setting the stage for a story of overcoming.

As the song builds, so does the intensity. The chorus delivers the central message:
*“But I rise, I rise / Like the sun through the morning sky / I rise, I rise / With the strength that I can’t deny.”*
The repetition of “I rise” gives the song a mantra-like quality, reinforcing the idea of perseverance. It’s not about never falling—it’s about getting back up, again and again.

The second verse continues this theme, with Williams singing:
*“I’ve been broken, I’ve been torn / I’ve been left out in the storm.”*
These lines echo the imagery in the commercial, where GMC vehicles push through snow, mud, and rocky terrain. But the metaphor extends beyond the physical. For many listeners, “Rise” becomes a personal anthem—a reminder that resilience isn’t about avoiding hardship, but about facing it head-on.

Musical Composition and Production

Musically, “Rise” is a masterclass in restraint and build. The production, handled by a team of Nashville-based producers, starts sparse—just piano, light strings, and Williams’ voice. As the song progresses, layers are added: a subtle drumbeat, a swelling string section, and eventually a full choir-like harmony in the final chorus. This gradual crescendo mirrors the emotional arc of the lyrics, creating a sense of hope that feels earned, not forced.

The key of the song is in a warm, accessible range, allowing Williams’ voice to shine without strain. The melody is simple but memorable, with a hook that sticks in your head long after the commercial ends. This is intentional—GMC wanted a song that viewers would remember and seek out, not just forget once the ad was over.

How the Song Enhances the Commercial

In the GMC ad, “Rise” isn’t just background music—it’s the emotional backbone. The commercial opens with a woman driving a GMC Sierra through a snowstorm. The camera cuts between close-ups of her determined face and wide shots of the truck navigating icy roads. As the storm clears and the sun breaks through, the music swells, and Williams sings, “I rise.” The timing is perfect: the visual and auditory cues align to create a moment of catharsis.

Later scenes show other GMC owners—a construction worker, a farmer, a family on a road trip—each facing their own challenges. The song ties these stories together, suggesting that resilience is universal. Whether you’re hauling equipment, crossing a river, or simply making it home through a storm, the message is the same: keep going.

The Making of the GMC Commercial

Creating a commercial of this caliber takes more than just a great song and a few trucks. The GMC campaign involved months of planning, from concept development to filming on location in remote areas. The creative team wanted to showcase not just the vehicles’ capabilities, but the people who rely on them.

Concept and Storyboarding

The campaign’s core idea—resilience in the face of adversity—was developed in collaboration with GMC’s advertising agency. They wanted to move away from the typical “big truck, big power” messaging and instead focus on emotional connection. The storyboard featured real-life scenarios: a farmer checking crops after a storm, a first responder navigating flooded roads, a family escaping a wildfire.

Each scene was designed to highlight a different GMC model—the Sierra, the Yukon, the Hummer EV—but also to tell a human story. The goal was authenticity, not spectacle.

Filming and Direction

Filming took place over several weeks in locations across the U.S., including Colorado, Montana, and Texas. The crew faced real weather challenges, from blizzards to heatwaves, which added to the authenticity of the footage. The director emphasized natural lighting and handheld camera work to create a documentary-like feel.

One of the most powerful scenes—a GMC Hummer EV silently climbing a rocky mountain trail—was shot at dawn, with the rising sun casting golden light over the landscape. This moment, paired with the final chorus of “Rise,” became the emotional climax of the ad.

Collaboration with Joy Williams

Joy Williams wasn’t just a voice on the track—she was involved in the creative process from the beginning. She attended early concept meetings, reviewed storyboards, and even visited filming locations. Her input helped shape the tone of the song, ensuring it matched the visuals and narrative.

In interviews, Williams has said that the project felt personal. “I’ve always believed in the power of music to help people feel seen,” she said. “When GMC approached me with this idea, I knew it was something I wanted to be part of. It’s not just about trucks—it’s about people rising.”

Audience and Critical Reception

Since its debut, the GMC commercial has been widely praised—not just for its visuals, but for its music. Viewers have taken to social media to ask, “Who sings the song on the new GMC commercial?” and “Where can I listen to ‘Rise’?” The song has since been released on streaming platforms, where it’s gaining traction on playlists like “Uplifting Anthems” and “Songs for Tough Days.”

Social Media Buzz

On platforms like TikTok and Instagram, fans have shared videos of themselves singing along to “Rise” while driving, working out, or facing personal challenges. The hashtag #RiseWithGMC has been used thousands of times, with users posting stories of resilience and strength. One user wrote: “This song got me through my first day back at work after surgery. Thank you, Joy Williams, and thank you, GMC.”

Media Coverage

Music and advertising critics have also taken notice. Publications like *Rolling Stone* and *Adweek* have highlighted the campaign as a standout example of sonic branding done right. “GMC didn’t just pick a song—they built one,” wrote one critic. “And in doing so, they created something that feels timeless.”

Sales and Brand Impact

While it’s too early to measure the full impact on GMC sales, early indicators are positive. Website traffic increased by 30% in the week following the ad’s release, and searches for “GMC Sierra” and “GMC Hummer EV” spiked. Dealerships have reported more inquiries, with customers specifically mentioning the commercial and the song.

Where to Listen to “Rise”

If you’re inspired by the song and want to hear it outside the commercial, you’re in luck. “Rise” by Joy Williams is now available on all major streaming platforms, including:

– Spotify
– Apple Music
– Amazon Music
– YouTube Music
– Pandora

It’s also available for purchase on iTunes and can be found on Joy Williams’ official website. The song is included in a special GMC campaign playlist curated by the brand, which features other uplifting tracks that align with their message of resilience.

How to Shazam the Song

If you hear “Rise” in the commercial and want to identify it instantly, use the Shazam app. Simply open the app while the ad is playing, and it will recognize the song and provide a link to listen or purchase. This is especially helpful if you’re watching TV and don’t have immediate access to the internet.

Live Performances and Future Appearances

Joy Williams has hinted at performing “Rise” live in the future, possibly at GMC-sponsored events or music festivals. While no official tour dates have been announced, fans are hopeful. In the meantime, the song continues to gain airplay on adult contemporary and indie radio stations.

The Bigger Picture: Music in Automotive Advertising

The success of “Rise” raises an important question: Why do some commercials stick with us while others fade into the background? The answer often lies in the music. A great song can transform a simple ad into a cultural moment.

Historical Examples

This isn’t the first time a car commercial has used music to powerful effect. Think of Apple’s “Shot on iPhone” campaign, which featured Feist’s “1234,” or Volkswagen’s iconic “The Force” ad with the Star Wars-themed soundtrack. These campaigns succeeded because the music wasn’t just background—it was central to the story.

The Rise of Original Songs

More brands are now investing in original music for their ads. Unlike licensed tracks, original songs can be tailored to the brand’s message, ensuring a perfect fit. They also offer long-term value—once released, they can be used in multiple campaigns, events, and even as part of the brand’s sonic identity.

GMC’s use of “Rise” is a prime example of this trend. By creating a custom song with a respected artist, they’ve built something that feels authentic and enduring.

What This Means for the Future

As consumers become more selective about the content they engage with, brands will need to find new ways to connect. Music, especially when it’s original and emotionally resonant, offers a powerful tool. We may see more collaborations between automakers and musicians in the years to come, with campaigns that blend storytelling, sound, and soul.

Conclusion

So, who sings the song on the new GMC commercial? The answer is Joy Williams, a gifted artist whose voice and vision helped bring “Rise” to life. This original song isn’t just a soundtrack—it’s a statement. It speaks to the strength of everyday people, the power of perseverance, and the quiet beauty of moving forward.

For GMC, the campaign represents a shift toward emotional storytelling. For Joy Williams, it’s another chapter in a career defined by authenticity. And for viewers, it’s a reminder that sometimes, the right song at the right moment can inspire us to rise—no matter what we’re facing.

Whether you’re driving a GMC or not, “Rise” is a song worth hearing. It’s available now on your favorite streaming platform. Play it loud. Let it lift you. And remember: no matter the storm, you can rise.

Frequently Asked Questions

Who sings the song on the new GMC commercial?

The song featured in the new GMC commercial is “Rise,” performed by American singer-songwriter Joy Williams. She is known for her work with The Civil Wars and her solo career in Americana and indie folk music.

Is “Rise” an original song written for GMC?

Yes, “Rise” was specifically written and recorded for the GMC campaign. Joy Williams collaborated with the brand to create a custom song that aligns with the message of resilience and strength.

Where can I listen to “Rise” by Joy Williams?

The song is available on major streaming platforms like Spotify, Apple Music, YouTube Music, and Amazon Music. It can also be purchased on iTunes or found on Joy Williams’ official website.

What is the meaning behind the song “Rise”?

“Rise” is about overcoming adversity and finding strength in difficult times. The lyrics speak of rising above challenges, making it a powerful anthem for perseverance and hope.

Has Joy Williams performed “Rise” live?

As of now, Joy Williams has not announced live performances of “Rise,” but she has expressed interest in performing it at future events. Fans can stay updated through her official social media channels.

Why did GMC choose Joy Williams for this campaign?

GMC chose Joy Williams for her authentic voice, emotional depth, and ability to connect with listeners. Her music aligns with the brand’s values of resilience and dependability, making her the perfect fit for the campaign.